The Rise of Agentic AI in Google Search
The tech industry has been transitioning into the “agentic AI” era, where artificial intelligence performs multi-step tasks for users. This means an AI can handle complex requests, such as reserving a table for six at the nearest ramen shop with at least a four-star rating on Wednesday. Google is taking this concept further with its latest feature, which will be available through Google Search.
Users can now inform the AI that they are on a tight schedule and need a place that can accept a reservation within the next two hours. This sounds like something out of a sci-fi movie, but it's becoming a reality. Starting today, the feature is being rolled out in the US, UK, and India, with plans for global expansion soon.
What’s New in Google Search?
Earlier this year, Google introduced a new feature called AI Mode in Search. Instead of showing a list of blue links, it presents answers in the same way as an AI chatbot like Gemini or ChatGPT. Now, Google’s AI Mode is evolving to not only provide answers but also take multi-step actions, saving users from visiting multiple websites and reducing the number of clicks and taps required.
For example, if you want to book a table at a restaurant, simply type your requirements, and AI Mode will jump into action. It will fill in all the details and take you directly to the reservation page. The system searches across multiple reservation platforms and websites to find real-time availability for restaurants that meet your specific needs. Then, it presents a curated list of restaurants with available slots for you to choose from.
How Does It Work?
This functionality is built on the foundation of Project Mariner, showcased at the Google I/O conference earlier this year. Project Mariner is an advanced version of Gemini capable of handling web tasks through natural voice conversations. Google is integrating this technology into AI Mode in Search.
The AI listens to your queries and then accesses data from Search, Maps, and the Knowledge Graph to take action on your behalf. Think of it as a combination of ChatGPT Agent with the power of Google Search and Gemini.
Currently, Google is focusing on restaurant reservations and has partnered with major platforms such as OpenTable, Resy, Tock, Ticketmaster, StubHub, SeatGeek, Booksy, and others. In the future, the agentic feature in AI Mode will expand to include finding event tickets and making local service appointments.
Personalized Experiences
Google is also planning to enhance AI Mode by allowing it to learn from user activity history. For instance, if you’ve been enjoying Bao Buns for breakfast lately, the next time you ask AI Mode to book a breakfast table, it will prioritize places that serve this fluffy steamed delicacy.
This advancement marks a significant step forward in how users interact with search engines. By combining the power of AI with the vast resources of Google, the company is creating a more intuitive and efficient way to access information and services. As this technology continues to evolve, it promises to make everyday tasks easier and more personalized for users around the world.
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